The focus of this project is on learning. Projects will not be graded on the channel’s results alone, but on the thinking and analysis that went into the strategy and execution.
Key concepts for this project are:
Determining meaningful social media metrics and how to measure them.
Creating community through content.
Working across social media channels to achieve common goals.
The 2012-13 cohort will serve as our "client" for this project. Each team is responsible for positioning SMC students as thought leaders in the Seattle social media scene. Much as in real life, the overall goals will be the same for all teams and must be followed throughout the quarter. Meanwhile, the objectives, strategies and tactics will be unique to each team, and it’s up to the groups to create content that is appropriate for their channel.
Each team will plan, execute and measure:
One (1) social media campaign within their channel.
The entire quarter's worth of content strategy. Who was your target audience? How did you try and reach them? What were the results?
Many of the analytics tools students learn about in class can be used during this project. However, some tools may not apply to a specific channel. Teams must be realistic and creative in defining their metrics for success.
GOST document – Due week 3 (1/23)
Draft a 1-page GOST (Goals, Objectives, Strategies and Tactics) document.
One (1) document per team. Goals are the same for all channels. Objectives, strategies and tactics should be channel-specific and measurable using tools explored in class or that teams research on their own.
Deadline: Email to Derek and Solveig by the beginning of class on 1/23.
Final Project - Group Presentation – Due week 10 (3/13)
Make a 15-minute team presentation with 10 slides (maximum).
You are the marketing team assigned to a certain social media channel. We are your managers, supervisors and board members. Be short and to the point, covering key findings, insights and recommendations.
Presentations should touch on:
GOST review—what steps did the team outline at the beginning of the project, and how were your channels leveraged to achieve overall goals?
Campaign plan and results—what did you plan, what did you execute, and what were the results?
Discuss any tools used and the results they provided.
Key findings based on insights gleaned from your reporting.
Deadline: Email PPT deck to Derek and Solveig prior to class on 3/13.
Team Assignments - Winter Quarter
The focus of this project is on learning. Projects will not be graded on the channel’s results alone, but on the thinking and analysis that went into the strategy and execution.
Key concepts for this project are:
The 2012-13 cohort will serve as our "client" for this project. Each team is responsible for positioning SMC students as thought leaders in the Seattle social media scene. Much as in real life, the overall goals will be the same for all teams and must be followed throughout the quarter. Meanwhile, the objectives, strategies and tactics will be unique to each team, and it’s up to the groups to create content that is appropriate for their channel.
Each team will plan, execute and measure:
Many of the analytics tools students learn about in class can be used during this project. However, some tools may not apply to a specific channel. Teams must be realistic and creative in defining their metrics for success.
GOST document – Due week 3 (1/23)
Final Project - Group Presentation – Due week 10 (3/13)